What No One Will Tell You About Art Direction #1: Breaking Into The Industry

On Career-Switching, Not Going To University & Creating My Own Career Path

Art direction, the fashion industry—they have this aura of mystique, like some exclusive club you need an invite to join. But as someone who’s had to learn on the fly, I want to change that. In this piece, I’m pulling back the curtain, sharing the myths I debunked, the advice I wish I’d heard ten years ago, and the unfiltered truth of my own journey. So grab a tea, settle in, and enjoy this longer read—I hope it helps even one person get closer to where they want to be.

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Were you one of those people in school who knew exactly who you wanted to be and where you were headed? If so—good for you. If not, well, you’re in good company.

If someone had told the 16-year-old-me, rocking Topshop Joni jeans and zero direction, that in ten years I’d be an art director in luxury fashion, leading campaigns in London, LA, and Milan for some of the industry’s best brands—I would’ve laughed, then asked, “Wait, what even is an art director?”

Here’s the thing: I didn’t even know what an art director was until I became one eight years ago. And if I’m honest, I think the UK’s education system did me no favors. I was boxed in as “the academic” kid with a good memory—told to pick subjects that would “impress” university, not ones I actually enjoyed. While others seemed set on their paths, I felt completely adrift.

Sure, I wasn’t the artsy-cool girl at school, but here’s the truth: becoming an art director doesn’t require a studio full of paints. It doesn’t mean four years of sketching in a classroom or memorizing design theory in university lecture halls. There are other ways in—paths that don’t involve degrees, massive tuition fees, or squeezing yourself into the “art school” mold. If schools took a more holistic approach, someone might have noticed my obsession with PowerPoint design, my Tumblr fixation, or my side-hustle photography habit, and helped me see how those interests could translate into a career.

My school never mentioned creative careers beyond “starving artist.” They left out graphic designers, animators, CGI artists, interior designers, photographers, film directors, video editors, stylists, set designers, creative producers—even art directors. And on the rare occasion they did talk about the arts, it came with the caveat that “there’s no money in it.”

So here’s my story—the no-filter truth about how you can forge your own path into this industry.

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What No One Tells You #1:

You Don’t Need An Art Degree To Become An Art Director

Here’s the truth: unless you’re aiming for finance, law, or medicine, a degree isn’t essential. Schools push apprenticeships and internships as if they’re “Plan B” for students who don’t get into university. But in reality, those industry experiences became my true advantage.

This isn’t to say a degree is useless—any education or experience can add value—but there are other ways in, and no one tells you that. Why? I’m still not sure.

Ten years ago, I didn’t consciously decide against university, I just chose to take a gap year to build experience instead of scrambling to pick a degree I might end up hating. That year was, hands down, my best decision. It allowed me to take short courses, get hands-on in internships, and dive into real-world projects—all things that made me stand out when I eventually entered the industry.

More on that next.

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What No One Tells You #2:

Career-Switching Courses Aren’t Just For Career-Switchers

Short courses are often marketed to career-switchers, but here’s the thing—they’re missing out on a huge audience by doing that.

Here’s why these courses are game-changers.

You’re surrounded by people with real-world experience: people who are ten, fifteen, even twenty years into a career but finally following their true passion. Inspiring, motivated people. And for a young person figuring out what they want to do, this is the best environment. You’re learning alongside people who want to be there, who are happy to share insights and advice, and who make the experience richer. Plus, these courses are designed to teach you everything you need to know—fast and effectively.

After weeks of research, I found two courses that I still believe got me to where I am today.

Course #1: London Institute of Photography

I first went to the London Institute of Photography—a hidden gem off Brick Lane. I signed up for the foundation photography course, which taught me all the things I had failed to understand by self-teaching at that point.

It was immersive and practical. Teaching me skills I could use for photography, but also transfer into art direction.

The four-day program dove into the technical side of manual photography. Those first two days? All about getting to grips with composition, camera settings, and hands-on practice with classmates. Days three and four, though, are where it got fun: we casted models, shot in a studio, worked with lighting setups, stylists, makeup artists, models—we learnt what it takes to create powerful images.

For an art director, understanding the mechanics behind a camera is invaluable. Knowing how to frame a shot, talk technical with a photographer, and set up studio lighting aren’t just extra skills—they’re essentials. If you can discuss retouching, grading, and use Capture One with confidence, you’ll be better at directing on set.

It was so good—that I actually went back to take their fashion and still life photography courses too.

Course #2: Shillington

Then there was Shillington College’s evening course. Shillington has a reputation for being a crash course for career-switchers aiming to become graphic designers, but it’s far more versatile than that. Over nine months of twice-weekly evening classes, I learned everything from Photoshop, Illustrator, and InDesign to typography, layout, colour theory, and printing. All things you need to excel in to be a great designer, but also—a great art director.

They taught you exactly what it was going to be like in the industry.

Every brief that landed on our desks looked identical to the ones I would letter receive in the real world. And the way they taught us to dissect and attack these briefs, are things I still do today:

1. Pull the brief apart—highlight key words, phrases, understand the target audience, the real problem. Question it. Repeat.

2. Stay Offline—before you get sucked into the infinite vortex of Pinterest visuals, we always started with a pen and paper. Write out the keywords and create a web of connecting words. Pick out three that will sum up your final design. Scamp, speak to peers, scamp some more. Just don’t open your laptop until you have a solid idea and direction.

3. Curate with intention—don’t get sidetracked, stick to your three key words and create a really specific moodboard, with each image included speaking to something tangible.

4. Design, design, design—Now you have your creative direction, design and keep going. Copy art boards and experiment. Never settle for the first design. Keep evolving. Flip everything on its head—what would it look like upside down, side ways, in a different colour palette, with new fonts. Keep going until you have 20 options to look at with fresh eyes the next day.

Looking back, these tips were invaluable. Right now, so much design feels a bit… samey. It’s like every brand is pulling inspiration from the same few sources.

But at Shillington? At the end of each class, we’d print out our work and pin it on this huge, empty wall. All forty of us. And not a single design looked the same. This process ensured that even though we were working from the same brief, each of us produced something uniquely our own.

Shillington’s now fully remote—unfortunately or fortunately, depending on how you see it. I studied in their classroom setting, but they were brilliant teachers, so I’m sure they’ve nailed the online experience too.

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What No One Tells You #3:

Getting An Internship Isn’t Always Glamorous—And That’s A Good Thing

When people imagine breaking into fashion, they picture glamorous internships at high-end brands. The reality? It’s often a lot less glamorous—and, honestly, that’s better. My first internship was at a local creative agency that wasn’t even remotely fashion-related.

It was unglamorous work—events, vape companies, alcohol brands—but it taught me how to juggle different aspects of a creative job in a fast-paced setting. I learned to defend my ideas, develop a pitch, and present solutions to projects with no obvious direction. My Creative Director—the best I’ve had to date—taught me things no lecture could have: the importance of timing, how to lead with confidence, and that true power isn’t in always speaking up but in speaking up at the right time and delivering something of real value.

For those first two years, I was absorbing everything: watching how the best minds presented ideas, led teams, and handled tough clients. Real-world experience beats classroom theory every time. The more proactive, helpful, and dependable you are, the longer you’ll stay and the more you’ll learn. An internship isn’t just a CV line—it’s where you build a toolbox of skills that sets you apart in your next role.

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What No One Tells You #4:

You Might Not Land Your Dream Job Instantly—But That Will Make You Better

After my first internship—where I climbed the ranks for three years to become a mid-weight art director—I started exploring. I hopped around, testing out different sectors, seeing how the worlds of beauty, FMCG, and lifestyle brands ticked. And pretty quickly, I knew: fashion was where the fun was. Not because I’m obsessed with fashion per se, but because it felt like the industry with the most energy, the most freedom. Beauty started to feel repetitive, and lifestyle brands just didn’t spark anything in me.

But let’s be real: breaking into fashion is tough. Everyone wants a slice of this industry, so you have to stand out, make people remember you.

Don’t let that scare you off, though. I did it without a degree—just a willingness to learn on the go. Every role I took, I saw as a stepping stone, moving me one step closer to my goal.

After a few stints at creative agencies and some freelancing, I started applying for in-house roles at fashion brands. My portfolio was versatile and packed with experience from different sectors, showing my adaptability and growth. But without direct fashion experience, I kept hitting walls.

So, I made a strategic pivot. Even though I was itching to move away from agency life, I took a role at a creative agency known for its work in beauty and fashion. It wasn’t high fashion, but it was the perfect gateway. Each project helped me refine my style, build a portfolio that luxury brands could see themselves in, and develop an aesthetic that spoke directly to the kind of clients I wanted. If you’re aiming for luxury, curate a portfolio that already speaks their language.

You don’t need a degree to break into fashion—just a few well-placed opportunities, and sometimes, they’ll come from places you never expected.

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What No One Tells You #5:

Unconventional Routes Will Make You a Stronger Candidate—But You Need A Strong Elevator Pitch

After two years at that agency, it was time to see what else was out there. So I started applying to fashion houses and retailers, this time with a portfolio that leaned heavily into beauty and fashion.

Still, it wasn’t smooth sailing. Here’s the reality: in-house recruiters often look for portfolios that mirror their brand—they want to see their style already reflected in your work. So when they saw my portfolio, jumping from Dolce & Gabbana to Ahluwalia, e-commerce to high-end campaigns, and even a bit of high-street, they didn’t always get it. They couldn’t see how my range gave me an edge over someone whose experience was laser-focused on luxury fashion alone.

I had to sell myself—hard. I knew that my versatility was my secret weapon. It pushed me to think differently, blending classic and modern influences. My inspiration often comes from places traditional art directors overlook. I bring more than just a knack for stunning visuals; I know how to solve creative challenges through film, photography, and strategy.

Finally—someone saw it. And that’s how I landed my role as a fashion art director for a luxury retailer in London. Sometimes, you know your own worth, but it takes crafting your story and nailing your pitch to make others see it too. Now? I’ve jumped across all the stepping stones, and if I were to make another move, I know it would be a smoother process. I have the relevant experience and a varied background—a combination I feel you won’t find in most fashion grads.

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Key Takeaways

Becoming an art director in fashion isn’t always straightforward—and it definitely doesn’t require art school or a traditional degree. My path was unconventional, shaped by a mix of hands-on learning, strategic pivots, and a lot of trial and error. If you’re ready to take the scenic route, here’s the key takeaways:

• Start Small: Don’t stress if your first job isn’t your dream gig in fashion. Transferable skills are everywhere, so take what you can learn and use it.

• Consider Short, Hands-On Courses: Programs like Shillington and the London Institute of Photography offer practical, fast-track training that can transform your skill set. Or even a short online course at a university in fashion or creative direction.

• Build a Portfolio of Passion Projects: Use personal work to show off your vision and potential. Employers want to see how you think, not just what you’ve been paid to create.

• Network Authentically: Connect with people, collaborate when you can, and always stay genuine—real relationships go a long way.

• Keep Your Creative: Constantly experiment. Stay curious, and keep creating outside your comfort zone.

This is just the beginning of a series where I’ll dive deep into the things no one tells you about the industry—from building pitch decks and portfolios to elevating your curation of images and networking authentically. Let me know in the comments what you’re curious about—I’ll make sure to cover it.